Challenge

Celebrate the return of Qantas to the Gold Coast. Once again you can fly directly to the Gold Coast from Australian capital cities.

Idea

To spectacularly illustrate where Qantas and the Gold Coast meet we created a massive sand sculpture of the interior of a Qantas 737-800. The sand sculpture complete with pilots, cockpit and passengers captured the fun of this leisure destination.

The sculpture was created over one week at Sydney’s iconic Customs House, drawing quite an audience. The sculpture was created by a team of world-class sculptors from all over the world. The result was an incredible level of detail including a life-like replica of Qantas Ambassador Dame Edna.

A real seat was build in to the sculpture allowing the public to have their photo taken in the Business Class seat alongside Dame Edna. A competition and a Facebook photo app was created so people could get their “head in the sand” with a trip to the Gold Coast on offer.

Results

Strong online competition entries and social media sharing.

Huge press coverage including Channel Nine 6pm news, Breakfast cross on
the Today Show and an interview, mentions on 2GB radio as well as press coverage in the Daily Telegraph. Online coverage including Herald Sun, Daily Telegraph and news.com.au. Most importantly strong forward bookings to the destination.

QANTAS

Sand Sculptures